3. Geo-fencing: Knowing your fans on tour
Brand ambition: To enhance the Matchbox Twenty live concert goer experience digitally
Geo-fencing is a burgeoning area for marketers, providing a host of new ways to engage with consumers by delivering relevant, real-time content to them in a specific location. US band, Matchbox Twenty, claims to be one of the first artists to employ geo-fencing as part of a massive digital campaign, using the technology to talk to fans as they come in and out of a venue, welcome them to the show, and share hashtags. The technology has been developed by Mobile Roadie and integrates with augmented reality, social aggregation and geo-fencing messages. It relies on the band’s free mobile app for iOS and Android devices.
The technology at present can only sense whether a device is in the venue, but the band’s team is planning to improve this in its next iteration to help people locate their seats or flash a discount if it senses a person is at a merchandise table.
[[xref:http://www.billboard.com/biz/articles/news/digital-and-mobile/5638342/matchbox-twenty-sets-up-geofence-on-tour|Behind Matchbox Twenty’s Techy Tour|new]]